'Ageless' styles in the frame

Dunelm Optical is highlighting that a range of its frames are ‘ageless.’ The company is emphasising that, with older people being more fashion-conscious than ever before, confident eyewear plays an important role in translating a more youthful and stylish image.

Brands like Paul Costelloe, Janet Reger, Celine Dion, Julian Beaumont and Ascari “transcend a wide range of customer groups, showing that age is just a number,” according to the company.

Dunelm Optical managing director, Peter Beaumont, explained: “We’re seeing eyewear choices of older and younger people increasingly merge. In the mid-to- older age market there’s really not much distinction, as the more mature customer group is exploring more fashion-led looks typical of a younger generation, adapting them to suit their lifestyle and individual requirements.”

He added: “The only clear requisite for this age group is that they want modern styles and colours, but not necessarily a statement look – it’s more about understated styling.”

Mr Beaumont added that Dunelm’s success with its “ageless brands” lies in classic styles combined with modern references.

“Unique design details make the frames stand out and showcase the wearer’s personality, while also translating into everyday wear,” he added.

The company’s long-standing staple range for older women, typically the over 70s, is Chantelle. The collection focuses on style with comfort, in a range of warm-toned metallic frames and lightweight acetates, available in smaller eye sizes.

The company has cherry picked five new styles from its other brands for practitioners to consider for their older spectacles wearers as well.